Research Article
BibTex RIS Cite

A RESEARCH ON CONSUMER ETHNOCENTRICISM IN SPONSORSHIP ACTIVITIES, CONSUMER COSMOPOLITANISM, PARTICIPATION TO COMPETITIONS AND IMPACT TO BRAND TRUST OF ATTITUDE TO SPONSOR BRAND

Year 2017, , 98 - 119, 26.07.2017
https://doi.org/10.18094/josc.330937

Abstract

Sponsorship which is known as supporting that establishments make to several activities apart from their own field of activity, is one of the most important marketing communications efforts that has increased its importance day by day in last years, in building brand image and equity. In this context, revealing the impact to brand trust of sponsorship activities is an important subject. In this study, to investigate consumer ethnocentrism, consumer cosmopolitanism, participation to competitions and impact to brand trust of attitudes and variables to sponsor is aimed. Sports fan who follow the games of Muratbey Uşak Sportif Basketball Team on a regular basis are in implicated in research extent. The research is carried out on 400 fans. In analysis of data; centreing, frequency distribution and structural equation modeling are used. As a result of these analyses, composed search model is proper for activities and brand, and it is determined that consumer ethnocentricism, consumer cosmopolitanism and attitude to sponsor effect brand trust.

References

  • Akutoğlu I K (2004) Marka Yönetimi, İletişim Yayınları, İstanbul. Argan M, Suher H K ve Özer A (2006) Türk Seyircilerin ‘Formula 1 Turkey Grand Prix’ Sponsor Markalarını Hatırlamaya Yönelik Tutumları ve Marka Hatırlama Düzeyleri, İstanbul Üniversitesi İletişim Fakültesi Dergisi, 27, 17-31. Becker-Olsen K L, Cudmore B A and Hill R P (2006) The Impact of Perceived Corporate Social Responsibility on Consumer Behavior, Journal of Business Research, 59(1), 46-53. Bergkvist L (2012) The Flipside of The Sponsorship Coin: Do You Still Buy The Beer When The Brewer Underwrites A Rival Team?”, Journal of Advertising Research, 52(1), 65-73. Bozkurt İ (2005) İletişim Odaklı Pazarlama, 2. Baskı: MediaCat, İstanbul. Budak G ve Budak G (2004) Halkla İlişkiler Davranışsal Bir Yaklaşım, Barış Yayınları, İzmir. Cannon H M and Yaprak A (2002) Will the Real-World Citizen Please Stand Up! The Many Faces of Cosmopolitan Consumer Behavior, Journal of International Marketing, 10(4), 30-52. Chaudhuri A and Holbrook M B (2001) The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65(2), 81-93. Cleveland M, Laroche M and Papadopoulos N (2009) Cosmopolitanism, Consumer Ethnocentrism and Materialism: An Eight-Country St0udy of Antecedents and Outcomes, Journal of International Marketing, 17(1), 116-146. Cliffe S J and Motion J (2005) Building Contemporary Brands: A Sponsorship-Based Strategy, Journal of Business Research, 58(8), 1068-1077. Cornwell T B (2008) State of The Art and Science in Sponsorship-Linked Marketing, Journal of Advertising, 37(3), 41-55. Cornwell T B, Weeks C S and Roy D P (2005) Sponsorship-Linked Marketing: Opening The Black Box, Journal of Advertising, 34(2), 21-42. Çoban S (2003) Kurumsal İmaj Oluşturmada Sponsorluk ve İnternet Uygulamaları, Süleyman Demirel İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(2), 213-229. De Ruyter K M, Van Birgelen and Wetzels M (1998) Consumer Ethnocentrism inInternational Services Marketing, International Business Review, 7(2), 185-202 Dean D H (2003) Consumer Perceptions of Corporate Donations, Journal of Advertising, 32(4), 91-102. Durkheim E (2006) Sosyoloji Dersleri, (Çev. Ali Berktay), İletişim Yayınları: İstanbul. Ellialtı Y (2009) Ürün Özelliklerde, Görece Ürün Kalitesi Ve Tüketici Etnosentrizminin Yerli Ürün Satın Alma Eğilimine Etkisi: Kozmetik Sektöründe Bir Uygulama, Marmara Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi, İstanbul. Esch F R, Langner T, Schmitt B H and Geus P (2006) Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases, Journal of Product &Brand Management, 15(2), 98-105. Geng L, Burton R and Blakemore C (2002) Sport Sponsorship in China: Transition and Evolution, Sport Marketing Quarterly, 11(1), 20-32. Gülmez M ve Yılmaz C (2009) Etnosentrik Tüketicilerin Yerli Ürün Satın Alma Eğilimleri Üzerine Karşılaştırmalı Bir Analiz, 14. Uluslararası Pazarlama Kongresi Bildiriler Kitabı, Bozok Üniversitesi,Yozgat, 14-17. İslamoğlu A H (2013) Pazarlama Yönetimi (Stratejik Yaklaşım), 6. Baskı, Beta Yayıncılık: İstanbul. İslamoğlu H ve Alnıaçık Ü (2013) Sosyal Bilimlerde Araştırma Yöntemleri, Gözden Geçirilmiş ve Genişletilmiş 3. Baskı, Beta Yayıncılık, İstanbul. Karademir T, Devecioğlu S ve Özmaden M (2010) Sektör Kavramları İçerisinde Bulunan Spor Sponsorluguna Bir Bakış, Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 4(1), 77-87. Kim J, Forsythe S, Gu Q and Moon S J (2002) Cross-Culturel Consumer Values, Needs and Purchase Behavior, Journal of Consumer Marketing, 19(6), 482-502. Kirmani A and Rao A R (2000) No Pain, No Gain: A Critical Review of The Literature on Signalling Unobservable Product Quality, Journal of Marketing, 64(2), 66-79. Klein J G, Ettenson R and Krishnan B C (2006) Extending the Construct of Consumer Ethnocentrism: When Foreign Products Are Preferred, International Marketing Review, 23(3), 304-321. Knapp D E ve Akartuna A T (2002) Marka Aklı, Mediacat: İstanbul. Kongar H (2002) Basında 'Tüketici Yurttaş' Kimliği Yaratma Çabaları, İstanbul Üniversitesi İletişim Fakültesi Dergisi, 1(12), 146-73. Küçükemiroğlu O (1999) Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism An Empirical Study, European Journal of Marketing, 33(5-6), 471-472. Kwak H, Jaju A and Larsen T (2006) Consumer Ethnocentrism Offline and Online: The Mediating Role of Marketing Efforts and Personality Traits in The United States, South Korea and India, Journal of the Academy of Marketing Science, 34(3), 367-385. Lantz G and Loeb S (1996) Country of Origin And Ethnocentrism: An Analysis of Canadian and American Preferences Using Social Identity Theory, Advances in Consumer Research, 23(23), 374-378. Lee R and Mazodier M (2015) The Roles of Consumer Ethnocentrism, Animosity and Cosmopolitanism in Sponsorship Effects, European Journal of Marketing, 49(5/6), 919-942. McCarvilli D E, Flood C, Froats M and Tabatha A (1998) The Effectiveness of Selected Promotions on A Nonprofit Sporting Event Sponsor, Journal of Sport Management, 12, 51-62. Parekh B (2002) Çok Kültürlülüğü Yeniden Düşünmek, Kültürel Çeşitlilik ve Siyasi Teori, (Çev: Bilge Tanrıseven), Phoenix Yayınevi, Ankara. Pira A, Kocabaş F ve Yeniçeri M (2005) Küresel Pazarda Marka Yönetimi ve Halkla İlişkiler, Dönence Basım ve Yayın Hizmetleri: İstanbul. Quester P G and Thompson B (2001) Advertising and Promotion Leverage on Arts Sponsorship Effectiveness , Journal of Advertising Research, 41(1), 33-47. Reardon J, Miller C, Vida I and Kim I (2005) The Effects of Ethnocentrism and Economic Development on The Formation of Brand and Ad Attitudes in Transitional Economies, European Journal of Marketing, 39(7/8), 737-754. Reast J D (2003) The Role of Brand Trust Within Related And Unrelated Brand Extension Activities: A Consumer Perspective, Leeds University Business School, Leeds University, UMI:Leeds. Reed A, Forehand M R, Puntoni S and Warlop L (2012) Identity-Based Consumer Behavior, International Journal of Research in Marketing, 29(1), 310-321. Reisinger H, Grohs R and Eder M (2006) Adverse Effects of Sponsorship, 36th European Marketing Academy Conference, Reykjavik, 22-25 May. Riefler P and Diamantopoulos A (2007) Consumer Animosity: A Literature Review and A Reconsideration of Its Measurement, International Marketing Review, 24(1), 87-119. Riefler P, Diamantopoulos A and Siguaw J A (2012) Cosmopolitan Consumers As A Target Group for Segmentation, Journal of International Business Studies, 43(3), 285-305. Ruth J A and Simonin B L (2003) Brought To You By Brand a And Brand B’:Investigating Multiple Sponsors’Influence on Consumers’Attitudes Toward Sponsored Events, Journal of Advertising, 32(3), 19-30. Ruth J A and Simonin B L (2006) The Power of Numbers: Investigating The Impact of event Roster Size in Consumer Response to Sponsorship, Journal of Advertising, 35(4), 7-20. Schermelleh-Engel K, Moosbrugger H and Müller H (2003) Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures, Methods of Psychological Research Online, 8(2), 23-74. Shimp T A and Sharma S (1987) Consumer Ethnocentrism: Construction and Validation of The CETSCALE, Journal of Marketing Research, 24(3), 280-289. Stipp H and Schiavone N P (1996) Modeling The Impact of Olympic Sponsorship on Corporate Image, Journal of AdvertisingResearch, 36, 22-28. Stotlar D K (2004) Sponsorship Evaluation: Moving From Theory To Practice, Sport Marketing Quarterly, 13, 61–64. Sumner W G (1906) Folkways: A study of the Sociological Importance of Usages, Manners, Customs, Mores and Morals. Boston: Ginn and Company. Sürücü A (1998) Yaşam Biçimi ve Pazarlamada Kullanımı- Otomobil Sektöründe Bir Uygulama, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü İsletme Anabilim Dalı, Yüksek Lisans Tezi, Eskisehir. Swaen V and Chumpitaz C R (2008) Impact of Corporate Social Resposibility on Consumer Trust, Recherce at Applications en Marketing, 23(7), 7-34. Uyar K ve Dursun Y (2015) Farklı Ürün Kategorilerinde Yabancı Markalama ve Tüketici Etnosentrizmi, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(2): 363-382. Watson J J and Wright K (2000) Consumer Ethnocentrism and Attitudes Toward Domestic and Foreign Products, European Journal of Marketing, 34(9/10), 1149-1166. Woisetachlager D M and Michaelis M (2012) Sponsorship Congruence and Brand Image: A Pre-post Event Analysis, European Journal of Marketing, 46(3/4), 509-523. Yue M L, Thwaites D and Pillai K G (2014) Effectiveness of Olympic Sponsorship by Foreign and Domestic Companies: The Influential Role of Consumer Ethnocentrism, International Journal of Sports Marketing & Sponsorship, 15(2), 107-123.

SPONSORLUK FAALİYETLERİNDE TÜKETİCİ ETNOSENTRİZMİ, TÜKETİCİ KOZMOPOLİTLİĞİ, MÜSABAKALARA KATILIM VE SPONSOR MARKASINA TUTUMUN MARKA GÜVENİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Year 2017, , 98 - 119, 26.07.2017
https://doi.org/10.18094/josc.330937

Abstract

İşletmelerin faaliyet alanı dışındaki çeşitli etkinliklere yaptığı destekleme olarak bilinen
sponsorluk, marka imajı ve değeri oluşturmada son yıllarda önemi giderek artan
pazarlama iletişimi çabalarının başında gelmektedir. Bu bağlamda, sponsorluk
faaliyetlerinin marka güvenine olan etkisini ortaya çıkarmak önemli bir
konudur. Araştırmada tüketici
etnosentrizmi, tüketici kozmopolitliği, müsabakalara katılım ve sponsora karşı
tutum değişkenlerinin marka güvenine etkisini araştırmak amaçlanmıştır.
Araştırma kapsamına, Muratbey Uşak Sportif Basketbol takımının maçlarını
düzenli olarak takip eden taraftarlar alınmıştır. Araştırma 400 taraftar
üzerinde uygulanmıştır. Verilerin analizinde ortalama, frekans dağılımı ve
yapısal eşitlik modeli analizleri kullanılmıştır. Yapılan bu analizlerin
sonucunda, oluşturulan araştırma modelinin araştırma yapılan etkinlik ve marka
açısından uygun olduğu, tüketici etnosentrizmi, tüketici kozmopolitliği ve
sponsora karşı tutumun marka güvenini etkilediği belirlenmiştir.

References

  • Akutoğlu I K (2004) Marka Yönetimi, İletişim Yayınları, İstanbul. Argan M, Suher H K ve Özer A (2006) Türk Seyircilerin ‘Formula 1 Turkey Grand Prix’ Sponsor Markalarını Hatırlamaya Yönelik Tutumları ve Marka Hatırlama Düzeyleri, İstanbul Üniversitesi İletişim Fakültesi Dergisi, 27, 17-31. Becker-Olsen K L, Cudmore B A and Hill R P (2006) The Impact of Perceived Corporate Social Responsibility on Consumer Behavior, Journal of Business Research, 59(1), 46-53. Bergkvist L (2012) The Flipside of The Sponsorship Coin: Do You Still Buy The Beer When The Brewer Underwrites A Rival Team?”, Journal of Advertising Research, 52(1), 65-73. Bozkurt İ (2005) İletişim Odaklı Pazarlama, 2. Baskı: MediaCat, İstanbul. Budak G ve Budak G (2004) Halkla İlişkiler Davranışsal Bir Yaklaşım, Barış Yayınları, İzmir. Cannon H M and Yaprak A (2002) Will the Real-World Citizen Please Stand Up! The Many Faces of Cosmopolitan Consumer Behavior, Journal of International Marketing, 10(4), 30-52. Chaudhuri A and Holbrook M B (2001) The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65(2), 81-93. Cleveland M, Laroche M and Papadopoulos N (2009) Cosmopolitanism, Consumer Ethnocentrism and Materialism: An Eight-Country St0udy of Antecedents and Outcomes, Journal of International Marketing, 17(1), 116-146. Cliffe S J and Motion J (2005) Building Contemporary Brands: A Sponsorship-Based Strategy, Journal of Business Research, 58(8), 1068-1077. Cornwell T B (2008) State of The Art and Science in Sponsorship-Linked Marketing, Journal of Advertising, 37(3), 41-55. Cornwell T B, Weeks C S and Roy D P (2005) Sponsorship-Linked Marketing: Opening The Black Box, Journal of Advertising, 34(2), 21-42. Çoban S (2003) Kurumsal İmaj Oluşturmada Sponsorluk ve İnternet Uygulamaları, Süleyman Demirel İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(2), 213-229. De Ruyter K M, Van Birgelen and Wetzels M (1998) Consumer Ethnocentrism inInternational Services Marketing, International Business Review, 7(2), 185-202 Dean D H (2003) Consumer Perceptions of Corporate Donations, Journal of Advertising, 32(4), 91-102. Durkheim E (2006) Sosyoloji Dersleri, (Çev. Ali Berktay), İletişim Yayınları: İstanbul. Ellialtı Y (2009) Ürün Özelliklerde, Görece Ürün Kalitesi Ve Tüketici Etnosentrizminin Yerli Ürün Satın Alma Eğilimine Etkisi: Kozmetik Sektöründe Bir Uygulama, Marmara Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi, İstanbul. Esch F R, Langner T, Schmitt B H and Geus P (2006) Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases, Journal of Product &Brand Management, 15(2), 98-105. Geng L, Burton R and Blakemore C (2002) Sport Sponsorship in China: Transition and Evolution, Sport Marketing Quarterly, 11(1), 20-32. Gülmez M ve Yılmaz C (2009) Etnosentrik Tüketicilerin Yerli Ürün Satın Alma Eğilimleri Üzerine Karşılaştırmalı Bir Analiz, 14. Uluslararası Pazarlama Kongresi Bildiriler Kitabı, Bozok Üniversitesi,Yozgat, 14-17. İslamoğlu A H (2013) Pazarlama Yönetimi (Stratejik Yaklaşım), 6. Baskı, Beta Yayıncılık: İstanbul. İslamoğlu H ve Alnıaçık Ü (2013) Sosyal Bilimlerde Araştırma Yöntemleri, Gözden Geçirilmiş ve Genişletilmiş 3. Baskı, Beta Yayıncılık, İstanbul. Karademir T, Devecioğlu S ve Özmaden M (2010) Sektör Kavramları İçerisinde Bulunan Spor Sponsorluguna Bir Bakış, Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 4(1), 77-87. Kim J, Forsythe S, Gu Q and Moon S J (2002) Cross-Culturel Consumer Values, Needs and Purchase Behavior, Journal of Consumer Marketing, 19(6), 482-502. Kirmani A and Rao A R (2000) No Pain, No Gain: A Critical Review of The Literature on Signalling Unobservable Product Quality, Journal of Marketing, 64(2), 66-79. Klein J G, Ettenson R and Krishnan B C (2006) Extending the Construct of Consumer Ethnocentrism: When Foreign Products Are Preferred, International Marketing Review, 23(3), 304-321. Knapp D E ve Akartuna A T (2002) Marka Aklı, Mediacat: İstanbul. Kongar H (2002) Basında 'Tüketici Yurttaş' Kimliği Yaratma Çabaları, İstanbul Üniversitesi İletişim Fakültesi Dergisi, 1(12), 146-73. Küçükemiroğlu O (1999) Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism An Empirical Study, European Journal of Marketing, 33(5-6), 471-472. Kwak H, Jaju A and Larsen T (2006) Consumer Ethnocentrism Offline and Online: The Mediating Role of Marketing Efforts and Personality Traits in The United States, South Korea and India, Journal of the Academy of Marketing Science, 34(3), 367-385. Lantz G and Loeb S (1996) Country of Origin And Ethnocentrism: An Analysis of Canadian and American Preferences Using Social Identity Theory, Advances in Consumer Research, 23(23), 374-378. Lee R and Mazodier M (2015) The Roles of Consumer Ethnocentrism, Animosity and Cosmopolitanism in Sponsorship Effects, European Journal of Marketing, 49(5/6), 919-942. McCarvilli D E, Flood C, Froats M and Tabatha A (1998) The Effectiveness of Selected Promotions on A Nonprofit Sporting Event Sponsor, Journal of Sport Management, 12, 51-62. Parekh B (2002) Çok Kültürlülüğü Yeniden Düşünmek, Kültürel Çeşitlilik ve Siyasi Teori, (Çev: Bilge Tanrıseven), Phoenix Yayınevi, Ankara. Pira A, Kocabaş F ve Yeniçeri M (2005) Küresel Pazarda Marka Yönetimi ve Halkla İlişkiler, Dönence Basım ve Yayın Hizmetleri: İstanbul. Quester P G and Thompson B (2001) Advertising and Promotion Leverage on Arts Sponsorship Effectiveness , Journal of Advertising Research, 41(1), 33-47. Reardon J, Miller C, Vida I and Kim I (2005) The Effects of Ethnocentrism and Economic Development on The Formation of Brand and Ad Attitudes in Transitional Economies, European Journal of Marketing, 39(7/8), 737-754. Reast J D (2003) The Role of Brand Trust Within Related And Unrelated Brand Extension Activities: A Consumer Perspective, Leeds University Business School, Leeds University, UMI:Leeds. Reed A, Forehand M R, Puntoni S and Warlop L (2012) Identity-Based Consumer Behavior, International Journal of Research in Marketing, 29(1), 310-321. Reisinger H, Grohs R and Eder M (2006) Adverse Effects of Sponsorship, 36th European Marketing Academy Conference, Reykjavik, 22-25 May. Riefler P and Diamantopoulos A (2007) Consumer Animosity: A Literature Review and A Reconsideration of Its Measurement, International Marketing Review, 24(1), 87-119. Riefler P, Diamantopoulos A and Siguaw J A (2012) Cosmopolitan Consumers As A Target Group for Segmentation, Journal of International Business Studies, 43(3), 285-305. Ruth J A and Simonin B L (2003) Brought To You By Brand a And Brand B’:Investigating Multiple Sponsors’Influence on Consumers’Attitudes Toward Sponsored Events, Journal of Advertising, 32(3), 19-30. Ruth J A and Simonin B L (2006) The Power of Numbers: Investigating The Impact of event Roster Size in Consumer Response to Sponsorship, Journal of Advertising, 35(4), 7-20. Schermelleh-Engel K, Moosbrugger H and Müller H (2003) Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures, Methods of Psychological Research Online, 8(2), 23-74. Shimp T A and Sharma S (1987) Consumer Ethnocentrism: Construction and Validation of The CETSCALE, Journal of Marketing Research, 24(3), 280-289. Stipp H and Schiavone N P (1996) Modeling The Impact of Olympic Sponsorship on Corporate Image, Journal of AdvertisingResearch, 36, 22-28. Stotlar D K (2004) Sponsorship Evaluation: Moving From Theory To Practice, Sport Marketing Quarterly, 13, 61–64. Sumner W G (1906) Folkways: A study of the Sociological Importance of Usages, Manners, Customs, Mores and Morals. Boston: Ginn and Company. Sürücü A (1998) Yaşam Biçimi ve Pazarlamada Kullanımı- Otomobil Sektöründe Bir Uygulama, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü İsletme Anabilim Dalı, Yüksek Lisans Tezi, Eskisehir. Swaen V and Chumpitaz C R (2008) Impact of Corporate Social Resposibility on Consumer Trust, Recherce at Applications en Marketing, 23(7), 7-34. Uyar K ve Dursun Y (2015) Farklı Ürün Kategorilerinde Yabancı Markalama ve Tüketici Etnosentrizmi, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(2): 363-382. Watson J J and Wright K (2000) Consumer Ethnocentrism and Attitudes Toward Domestic and Foreign Products, European Journal of Marketing, 34(9/10), 1149-1166. Woisetachlager D M and Michaelis M (2012) Sponsorship Congruence and Brand Image: A Pre-post Event Analysis, European Journal of Marketing, 46(3/4), 509-523. Yue M L, Thwaites D and Pillai K G (2014) Effectiveness of Olympic Sponsorship by Foreign and Domestic Companies: The Influential Role of Consumer Ethnocentrism, International Journal of Sports Marketing & Sponsorship, 15(2), 107-123.
There are 1 citations in total.

Details

Primary Language Turkish
Journal Section Compilation Articles
Authors

Polat Can

İlker Yiğit

Publication Date July 26, 2017
Submission Date July 26, 2017
Published in Issue Year 2017

Cite

APA Can, P., & Yiğit, İ. (2017). SPONSORLUK FAALİYETLERİNDE TÜKETİCİ ETNOSENTRİZMİ, TÜKETİCİ KOZMOPOLİTLİĞİ, MÜSABAKALARA KATILIM VE SPONSOR MARKASINA TUTUMUN MARKA GÜVENİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA. Selçuk İletişim, 10(1), 98-119. https://doi.org/10.18094/josc.330937